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Reflecting on Marketing Accountability

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This presentation is a "wake up call" for marketers to change the way the profession operates and become more accountable.

Publié dans : Business, Technologie
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  • Woohoo, guys just came across some IIM A personal interview experiences  http://catking.in/2016/12/20/iim-ahmedabad-personal-interview-experiences/ #TargetIIM #CAT2017 #IIMorNothing 
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  • Thanks Walter, can you provide an alternative link to the McKinsey piece, this one appears to be broken?
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Reflecting on Marketing Accountability

  1. 1. On Marketing Accountability A Reflection FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)
  2. 2. FUTURE LAB <ul><li>Alain Thys: Jekyll or Hyde ? </li></ul><ul><li>As a retailer/VC/entrepreneur: </li></ul><ul><li>Double digit ROI </li></ul><ul><li>As a marketer: </li></ul><ul><li>Close to € 100,000,000 spent to date, and very little to show for it </li></ul>
  3. 3. If you think marketing has a corporate image problem FUTURE LAB
  4. 4. Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey CEO/CMO Survey FUTURE LAB
  5. 5. The average tenure of CMOs in consumer markets is 23, 15 or 12 months . Spencer Stuart FUTURE LAB
  6. 6. Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. FUTURE LAB Philip Kotler
  7. 7. Marketers are frivolous and difficult to approach FUTURE LAB Australian Society of Certified Public Accountants
  8. 8. FUTURE LAB Cranfield University Withhold research Take credit for other’s work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive
  9. 9. If you think marketing has a corporate image problem FUTURE LAB
  10. 10. FUTURE LAB
  11. 11. Who Killed Marketing? A Forensic Investigation FUTURE LAB Photo by ~billysriotgirl0404
  12. 12. Don’t shoot the messenger  Bloody Uncomfortable Confronting FUTURE LAB
  13. 13. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
  14. 14. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
  15. 15. WARC, 2007 Which % of marketers define clear objectives for their campaigns? 46% Which % time do Sr. Marketers spend on their media strategy (= largest budget item)? 2% EMM, 2005 Which % of Sales Promotions are Unprofitable? 85% UCLA, 2004 Which % of German TV advertising campaigns generate negative ROI? 82% Deutsche Bank, 2004 FUTURE LAB Accountability to the Business: Making Money A Forensic Investigation
  16. 16. The Reasons: Differing Strategies within the organisation Lack of integrated planning Resistance to Change Unco-operative Retailers Lack of Internal Communication Misalignment between Marketing & Sales Turf Battles Organisational Silos … Source: reveries.com survey, July 2005 – n = 198 US marketers FUTURE LAB Accountability to the Business: Implement Plans A Forensic Investigation
  17. 17. <ul><li>Over 80% of the ROI of any Marketing Strategy/Initiative is left to chance </li></ul><ul><li>31% of projects are canceled before completion </li></ul><ul><li>53% of projects cost nearly double of original estimates. </li></ul><ul><li>only 16% of projects come in time and budget. </li></ul>Source: Management Centre Europe FUTURE LAB Accountability to the Business: Implement ... At All A Forensic Investigation
  18. 18. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
  19. 19. ACNielsen, E&Y, 2005 Which is the failure rate of US Consumer Products? 95% Which % of CEO’s believe their brand provides superior customer experience 80% Bain & Company Which % of their customers actually agree? 8% Bain & Company Which % of Germans are irritated by TV advertising GfK Marktforschung FUTURE LAB Accountability to the Customer A Forensic Investigation 78% 88% PVR users adskip
  20. 20. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
  21. 21. CASE: 25% of all bottled water in the world crosses national borders. FUTURE LAB Accountability to the World: Environment A Forensic Investigation <ul><li>Fiji – New York : 13,000 km by boat & truck </li></ul><ul><li>50% of wholesale cost = transportation </li></ul><ul><li>1 million bottles/day = own electricity generation in “pristine” Fiji </li></ul><ul><li>>50% inhabitants do not have reliable drinking water </li></ul><ul><li>Glass bottle = 5x weight of plastic bottles (transport & energy) </li></ul><ul><li>2 liters of water to wash/rinse 1 liter bottle before filling </li></ul><ul><li>Truck in CO2 from volcanic springwater in Tuscany </li></ul>
  22. 22. http://www.youtube.com/watch?v=grH1gK1TpW0 (30 second edit) http://www.youtube.com/watch?v=9uUqPj7FLBE (45 second edit) Abroad At home FUTURE LAB Accountability to the World: People A Forensic Investigation
  23. 23. FUTURE LAB In Your Communication: Neutrality Accountability to the World: People A Forensic Investigation
  24. 24. Do you really believe in what you do? Or do you wear a mask? FUTURE LAB Accountability to the World: The Self A Forensic Investigation
  25. 25. SUICIDE Who Killed Marketing? FUTURE LAB Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
  26. 26. How can you avoid it happening to you? FUTURE LAB
  27. 27. http://www.youtube.com/watch?v=9MaKHxsGZ-A&mode=related&search= Tom Knows FUTURE LAB
  28. 28. Be Accountable to the business, the customer, the world “ Drive” or prepare to “Be Driven” FUTURE LAB
  29. 29. MEASURE & PREDICT BUDGET ALLOCATION Case: German insurance company Case: Indian Tea company, Greek Telco. Demonstrate Financial ROI FUTURE LAB Accountability to the Business
  30. 30. Make Implementation Happen Align employees, agencies, vendors, retailers, … <ul><li>“ Companies with aligned marketing & sales </li></ul><ul><li>grow 5.4 % faster </li></ul><ul><li>are 38% better at “closing proposals” </li></ul><ul><li>churn 36% less of their customers </li></ul>MarketingProfs Benchmark Report 2005 FUTURE LAB Accountability to the Business
  31. 31. FUTURE LAB Focus Your Business on the Customer Accountability to the Customer Create Meaningful Propositions Communicate with Respect, Insight, Passion Customer Delight at all Touchpoints
  32. 32. Life Cycle Assessment Create a win-win Aspire Neutrality Demonstrate the Profitability of Caring Accountability to the World FUTURE LAB
  33. 33. Challenge what has stopped making sense Look in the Mirror, Every Day... Accountability to the World FUTURE LAB
  34. 34. Heavy FUTURE LAB but inescapable to address its image problem, marketing needs to become more accountable ... Conclusion: The Tools Exist ... The Choice is Yours
  35. 35. FUTURE LAB To experiment with, learn about and act on marketing accountability: [email_address] SEPTEMBER 2007: M ARKETING A CCOUNTABILITY E X PERIMENTATION LAB (MAX)

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